SUMMARY: Silicon Valley isn’t the only place people expect an inviting corporate culture. For many traditional news media companies, attracting innovative people into a slowly changing culture is quite challenging.

Such change takes time, which is a problem, Wenderoth-Alt says: “Things are changing so rapidly that we don’t have so much time.”

Attracting the right people — those who are comfortable with new technologies — requires being an attractive brand. And being an attractive brand means properly managing this culture change, Wenderoth-Alt says.

Different departments within Rheinische Post, based in Düsseldorf, Germany, are moving at different speeds. Editorial, for example, is moving faster toward new technology than other departments, like marketing: “We have to speed them up.”